Production company Sweetshop signs new director to Australian roster

Global production company Sweetshop has added to its Australian roster by signing director Phebe Schmidt.

Last week, Sweetshop was amongst the winners of the Mumbrella Award for Social Idea of the Year as well as the Mumbrella Award for Insight for the Meddle in the New Zealand Election campaign by Special with Sweetshop and Poem for Every Kiwi Vote Counts.

The announcement:

Global production company Sweetshop has signed Director Phebe Schmidt to its roster for Australia.

With a background in stylised character-based photography that draws on the surrealism of glamour and consumption, Phebe moved into film direction bringing her eye for singular and fun imagery to the screen. Inspired by science fiction and a culture of online self-performance, Phebe has the rare ability to approach complex topics with a playful sense of humour and a cutting-edge sense of style. Her unique visual language has seen her work for esteemed national and international publications from Vogue to Vault Art magazine and direct multiple music videos for artists such as Banoffee.

Edward Pontifex, Managing Director of Sweetshop Australia said, “I’m really excited about what Phebe can offer our creative agencies here in Australia. She has such a unique voice, evident in her visual language and how she translates surrealism of glamour and stylised characters. Her work is super fun and irreverent.”

Phebe Schmidt, Director at Sweetshop added, “Since I started talking to the team at Sweetshop, it’s always felt like exactly the right place for me to take my next challenge. Their commitment to and culture of craft is inspiring, and I know I’m going to be in the safe hands of some very accomplished humans – they are all total pros. To be working alongside their impressive Director roster is also really exciting and I’m looking forward to getting to know everyone.”

Wilf Sweetland, Global CEO and partner at Sweetshop said, “Phebe has a special talent that pulls viewers in through her unique approach to fashion, hyper-realism, youth and street culture. Her work is absolutely curious and aesthetically confronting. I can’t wait to see what we’ll make together.”

Source: Sweetshop media release


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